PEMANFAATAN INSTAGRAM DALAM AKTIVITAS KOMUNIKASI PEMASARAN (Studi Pada Online Shop @outfitkuharini)

The rapid advancement of technology has facilitated the expansion of online businesses via social media, with Instagram being a prominent platform in this regard. Within the business domain, effective marketing communication is imperative to sway potential consumers towards making purchases. Therefore, this study will examine the marketing communication activities of fashion online store products on Instagram which has recently experienced a rapid increase in turnover, namely @outfitkuharini. To find out how @outfitkuharini utilizes its Instagram account as a product marketing communication medium, this study uses a descriptive qualitative method where data sources are obtained from interviews with the owner, observation, documentation and through other media in the form of Instagram. The findings reveal that @outfitkuharini leverages the marketing communication mix theory, encompassing advertising, sales promotion, personal selling, public relations, and direct marketing, to optimize its marketing strategies. The native features of Instagram utilized include reels, instastory, highlights, feeds, direct messages, and live. For instance, @outfitkuharini employs the reels feature to create video clips showcasing new products, provides detailed information about each item, and shares them through daily instastories, subsequently archiving them in the highlights to ensure potential buyers stay informed about new stock. The feeds feature is exclusively used for unsold older items, while the direct messages feature is employed for customer communication and prompt order responses. Furthermore, the live feature is utilized to notify customers about upcoming sales for unsold older item. It was also found that @outfitkuharini experienced a rapid increase in sales because the owner did paid promote to the celebrity @dikabj.